Last month I was fortunate enough to participate in the Red Bull Air Race that was held in Detroit, Michigan. There is something about high performance airplanes flying a dizzying course dangerously close to the ground that makes your heart skip a few beats. The people in attendance were awe struck as the first air plane entered the course. I witnessed one gentleman at the event who was so impressed he let out a series of explicit words to verbalize his amazement. Red Bull has gone beyond just creating an event, they have created an experience.
The Red Bull Experience
Create an Experience
Events come and go, but an “experience” can last a lifetime. If you have an event, consider ways to turn it into an unforgettable experience. You can also use the experience mindset and apply it to all your event marketing. I don’t believe anyone should over hype their event through marketing or advertising and then under deliver on value. Yet, if you can over deliver on value and exceed your potential customer’s expectations you owe it them to hype accordingly. Over the years I’ve seen great events lose big money because they weren’t marketed very well.
Marketing the Experience
Creating an experience also helps tremendously when it comes to your event marketing. Over the last few weeks I’ve been conducting research on P.T. Barnum. I would encourage anyone interested in event marketing spend some time reading up on Barnum. He was one of the greatest event marketers on the planet during his time. His marketing exploits were conducted in a time of no radio, television, or Internet. He was able to create an unbelievable experience for his customers. He had a strong belief in always delivering value to the customer. Next time you have an event, try integrating some of Barnum’s magic into your event.
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Want to get additional marketing info? Check out the articles below:
- Online Marketing Like P.T. Barnum (Part I)
- Online Marketing Like P.T. Barnum (Part II)
- The Danger of “Free Event” & “Great Event” Thinking
- Promotion: Using Video to Front Load Event Value
- Let Other People Sell Your Event for You
- The Event Promotion System
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